HFS Horizons: Digital Marketing and Sales Service Providers, 2023

Initial attempts to improve customer value chain processes—from marketing to customer service—have allowed business operations to run somewhat faster, cheaper, and even a bit better, but is the digital front office truly connected?

The value proposition for digital marketing and sales services has matured well beyond cost reduction and productivity gains. HFS describes the value across three horizons:

• Horizon 1: Driving business outcomes, cost reduction, and productivity improvements
• Horizon 2: Horizon 1 + improving customer experience (CX) and employee experience (EX)
• Horizon 3: Horizon 2 + unearthing new sources of value to drive growth and manage risks

This HFS Horizons report for digital marketing and sales services examines the capabilities of 9 service providers and paints the supplier landscape across the three HFS Horizons. Inclusion was based upon digital marketing and sales revenue of at least a $250M or 10% contribution to overall revenues, and an existing portfolio of services in line with our digital marketing and sales value chain.

We assessed the service providers across a defined series of criteria

• The Why: Value proposition
• The What: Execution and innovation capabilities
• The How: Go-to-market strategy
• The So What: Market and client impact

This report also includes detailed profiles of each service provider, outlining their placement, provider facts, and detailed strengths and opportunities.

HFS Horizons: Digital Marketing and Sales Service Providers, 2023

Note: All service providers within a “Horizon” are listed alphabetically
Source: HFS Research, 2023

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